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Alternative Media: For, Within, Or Against Capitalism

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Alternative Media: For, Within, Or Against Capitalism City Research Online City, University of London Institutional Repository Citation: Sandoval, M. and Fuchs, C. (2010). Towards a critical theory of alternative media.. Telematics and Informatics, 27, pp. 141-150. doi: 10.1016/j.tele.2009.06.011 This is the accepted version of the paper. This version of the publication may differ from the final published version. Permanent repository link: https://openaccess.city.ac.uk/id/eprint/3894/ Link to published version: http://dx.doi.org/10.1016/j.tele.2009.06.011 Copyright: City Research Online aims to make research outputs of City, University of London available to a wider audience. Copyright and Moral Rights remain with the author(s) and/or copyright holders. URLs from City Research Online may be freely distributed and linked to. Reuse: Copies of full items can be used for personal research or study, educational, or not-for-profit purposes without prior permission or charge. Provided that the authors, title and full bibliographic details are credited, a hyperlink and/or URL is given for the original metadata page and the content is not changed in any way. City Research Online: http://openaccess.city.ac.uk/ [email protected] Towards a Critical Theory of Alternative Media Marisol Sandoval*, Christian Fuchs** Unified Theory of Information Research Group c/o University of Salzburg, Sigmund Haffner Gasse 18 5020 Salzburg Austria * [email protected] ** [email protected] Abstract In this contribution, we warn against being too optimistic about the actual democratic effects of notions like "civil media", ”community media” "alternative media", "grassroots media", "participatory media", or "participatory culture". We argue that in contemporary society, which is characterized by structural inequalities, an understanding of alternative media as participatory media is insufficient. As an alternative concept, we suggest the notion of alternative media as critical media. This concept is grounded in critical social theory. A typology of approaches for defining alternative media is constructed. We argue that alternative media need to be situated in the context of visions of an alternative society. Keywords: alternative media, critical theory, capitalism 1. Introduction This article deals with the question of how to define alternative media. Since “Everything, at some point, is alternative to something else” (Downing, 2001: p. ix), a theoretical conceptualization of the term alternative media is needed. A decisive question is whether the term alternative is only about posing an alternative to mainstream media, or if the term implies that such media want to challenge all forms of domination and foster societal alternatives to capitalism. Does the term alternative media exclusively refer to politically progressive, left wing media that aim at challenging capitalism and corporate (media) power, or does the term also include conservative, right wing, and repressive media (Downing, 2001, p. 88)? As we will show, many alternative media scholars point out that alternative media differ from mainstream media in regard to their organization principles. According to them, participatory, collective organization, horizontal structures and non-commercial financing characterize alternative media. One very well known alternative online medium, which upholds collective and grassroots organization principles, is Indymedia. Indymedia uses a “democratic open-publishing system“, is “collectively run“, and “a decentralized and autonomous network“ (Indymedia, 2009: online). But not only progressive social movements and left-wing political activist employ “participatory” production principles. Also conservatives increasingly give attention to bottom-up media production. One example for a conservative participatory medium is the online community www.townhall.com, which brings together “the grassroots media of talk radio, the internet, blogging and podcasting [...] to activate conservative political participation” (Thownhall, 2009: online). Chuck DeFeo, who served as eCampaign Manager for Bush-Cheney ‘04, describes the aim of the web platform as follows: “That is what our job is: to create a platform and to create opportunities for people to voice their opinions in political debate and participate in the arena of ideas” (DeFeo, 2007: online). The self- descriptions of these two media are very similar as they both focus on participation. This shows that both, Indymedia as well as Townhall, want voice the intention to foster citizen participation in media production. However, they differ in regard to their political objectives: Indymedia wants to create “radical, accurate, and passionate tellings of the truth” in order to “free humanity” and to see through “corporate media’s distortions” (Indymedia, 2009: online), whereas Townhall wants to uphold conservative values and to ”amplify those conservative voices“ (Townhall, 2009: online). Does it make sense to consider both as alternative media? Or should the term alternative help to distinguish the kind of movements, groups, interests, and worldviews that ground media production? Answering this question requires a detailed definition of alternative media, which needs to be based on (an) alternative media theory. The most widely used approach is an understanding of alternative media as participatory media. We first discuss examples for this approach (section 2). We then make a critique of this approach (section 3). Based on this discussion, we introduce our understanding of alternative media as critical media (section 4). 2. Alternative Media as Participatory Media Participatory media approaches stress that democratic media potentials can be realized by opening up access to media production. Ideas about a participatory organization of the media system can already be found in the work of Bertolt Brecht, Walter Benjamin and Hans Magnus Enzensberger, who imagined a media system in which, media enable dialogue and communicative exchange and in which every recipient can also become a producer. Many current approaches on alternative media pick up this vision of a democratic media system. So for example Nick Couldry points out that the most important task for alternative media is to challenge the highly concentrated media system and the resulting symbolic power of capitalist mass media by overcoming “the entrenched division of labour (producers of stories vs. consumer of stories” (Couldry, 2003: p. 45). According to Couldry, the emancipatory and progressive potential of alternative media lies in opening up access to media production to a broad public. This would allow challenging the mass media’s power of naming by confronting the reality constructed by capitalist mass media with other versions of social reality. The strong emphasis on media actors that gain media power by producing alternative media shows the subjective orientation of this approach. Community media approaches are also subjective because their focus is on collective actors and the empowerment of individuals. Community media are understood as media that serve a specific geographic community or a community of interest, and allow non-professionals to actively engage in media production, organization and management (Coyer, 2007; Jankowski, 2003: p. 8; KEA, 2007: p. 1; Lewis, 1976: p. 61; Peissl/Tremetzberger, 2008: p. 3). The World Association of Community Radio Broadcasters (AMARC) for example stresses that community radio “should not be run for profit but for social gain and community benefit; it should be owned by and accountable to the community that it seeks to serve, and it should provide for participation by the community in programme making and in management” (AMARC, 2007: p. 63). Such participatory media approaches consider participation in processes of media production as well as in management processes as central defining feature of alternative media. In this context Nico Carpentier distinguishes between participation in the media, and participation through the media (Carpentier, 2007a: p. 88). Participation in the media refers to participation in the production process (content-related participation), whereas participation through the media means involvement in decision-making processes (structural participation) (Carpentier, 2007a: p. 88). For Dagron participatory production processes are at the core of alternative media projects: “In my own view alternative communication is in essence participatory communication, and the alternative spirit remains as long as the participatory component is not minimized and excluded” (Dagron, 2004: p. 48). By using the term citizens’ media, Clemencia Rodriguez wants to illustrate that alternative media can assist those who are engaged in their production in becoming active citizens (Rodriguez, 2003: p. 190). Another important representative of the participatory media approach is Chris Atton. He argues that alternative media should anticipate the idea of a society beyond capitalism in the present. In this context he speaks of “prefigurative politics”, which in his view cannot be realized primarily on the media content level, but by alternative, anti-capitalist, and participatory organization practices (Atton, 2002: p. 21). Our impression is that participatory media approaches1, which stress the importance of participation of non-professionals in media production and organization, dominate the field of alternative media studies. Therefore in the next part we will discuss if participation is a suitable concept for defining alternative media. 1 Examples
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